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Unlock Whole New Dimensions
of Customer Understanding

Enhance your audience, customer and survey research databases by appending geoTribes needs based segments. Turn location and age into a powerful new resource for knowledge integration, customer understanding and media activation.

The geoTribes scheme has 15 person level segments, each with a unique motivational, lifestyle and sustainability profile based on lifecycle stage and socioeconomic status and is available in AUS, NZL, CAN, GBR and USA, through geoTribes Explorer Solution, Living Insights and Quick Append portals, as well as through media affiliates and as licensed databases.

Meet the 15 geoTribes Segments

Click on each of the geoTribes to get to know them better

rockafellas achievers fortunats crusaders preppies independents suburban-splendour twixters debtstars boomers true-blues struggleville grey-power survivors slender-meanz

Why geoTribes Segmentation Works

geoTribes segmentation is based on a sophisticated spatial model that combines national census and public microdata and is updated regularly for population changes. Using these non-PII sources, we extract two key drivers of consumer purchasing behaviour, media consumption and psychology, being socioeconomic status (SES) and lifecycle stage.

Socioeconomic status, based on Education, Occupation and Main Earner Income is a discriminating measure of consumers’ spending power and disposition to purchase better quality goods and services, enjoy a broader range of lifestyle experiences and engage in more sophisticated need states. The needs variation across the SES spectrum can be categorized in terms or Maslow’s Hierarchy, with basic and safety needs dominating consumers in the lower strata, where non-discretionary purchases, poorer health and the desire for a ‘better life’ prevail.

Higher SES consumers have an expanded range of self-fulfillment needs such as better fitness and health, cultural experiences, travel, culinary sophistication, household and health services, elite education and personal development, prestige motor vehicles other discretionary purchases and a universalistic world view.

Each of the 15 geoTribes Segments has a unique position within the socioeconomic status and lifecycle stage space and with each tribe the people tend to have similar personal narratives, attitudes and preferences – likes, dislikes, aspirational figures and compulsions to purchase ‘must have’ products and brands. While individuals inevitably vary on personal dimensions, their similarities on these shared traits makes geoTribes a uniquely powerful needs based segmentation framework.

Tagging Process

The geoTribes Segments show distinctive geospatial concentrations due to the importance of current and aspirational SES and lifecycle stage as factors in the choice of a place to live. This means that neighborhoods and suburbs tend to be characterized by high concentrations of particular geoTribes. The segments are tagged to audience, customer and survey research databases in a process of environmental inheritance. This process uses sophisticated probability calculations to translate high segment concentrations, in addition to the dwelling type and the age band of each individual database record to allocate a ‘best fitting’ lifecycle stage, socioeconomic status decile code and person level geoTribes segment.

Because the segments are derived environmentally, they tap into profound and persistent consumer characteristic(s) which is highly complimentary to traditional research measures and provides a geospatial route to media activation.

geoTribes Applications

geoTribes is a ready made segmentation that can help you identify your target segments, inform your strategic and tactical initiatives, accelerate your marketing ROI and promote long-term growth.

An Executable Segmentation

More than just a research report and presentation, geoTribes Segments can be quickly integrated into database analytics, CRM systems, survey research and audience activation to create an effective consumer-centric enterprise-wide segmentation scheme.

Digital, Social and OOH Audience Activation

Activate social, digital and OOH audiences with the same underlying needs profiles as your best customers using the area targeting lists from the geoTribes Quick Append Portal.

Precision Geotargeting

Map and analyze market geographies or retail footprints at a state, city, county or postal level by geoTribes segment to better understand market performance or explore new growth opportunities.

Database and Website Tagging

Append geoTribes to your databases to build deeper behavioral insights and better understand market performance. Analyze web traffic by geoTribes Segment to help optimize your marketing and media strategies.

Rich Consumer Profiling

geoTribes provides key insights about the motivations and values of each segment. Researchers can fill in the rest from the content collected on their own surveys after appending geoTribes Segments through the Quick Append Portal.

Multi-Country Representation

Tag surveys and databases and profile geographies with the same proven needs based segments across the five 'anglo' countries; Australia, New Zealand, United Kingdom, Canada and USA.

Who’s Using geoTribes

We take our clients privacy seriously so we will never mention their names, but there are a growing number of middle and large sized Australian and International companies in the loyalty, insurance, retail, finance, FMCG and research industries, who use the geoTribes as the cornerstone in their marketing and targeting strategies.